The Perception of Advertising Messages that Include Body-Positive Discourse

This graduate qualification paper explores young Russian women's perception of advertising messages containing a body-positive discourse. In today's Russian market, a trend for the use of bodypositive elements in the advertising of products targeted at female audiences is emerging, but since the phenomenon of bodypositive is quite new to the Russian market, the perception of bodypositive advertising materials is still unpredictable for the mass audience, and many brands avoid using such advertising materials. In this particular paper, the concepts of "feminism" and "body-positive" were analyzed and their connection was revealed. Psychological and communicational factors that affect the perception of advertising materials were also considered. For the study were chosen commercials of lingerie brands, which are focused on the female audience. The study was conducted in the format of online focus group interviews on the Zoom platform with six focus groups, which were divided according to their attitude towards the feminist movement. The study identified factors that affect the perception of advertising messages containing a body-positive discourse.